Camerawork
The overall camerawork of the entire music video is extremely important to the video because this can create the necessary mood needed in order to create emotion within the audience. The way in which we have used the camerawork was by using a blend of close-ups in order to create a sense of intimacy for the viewer that gives the overall impression that the performer to communicating directly to the audience. Another aspect of using close-ups that we took into consideration and used was to emphasise our performer as the product we are selling. We also used camera movement in order to introduce the key segment of our video (Wonderland gates)
Editing
The type of editing that we used fast cut which was mostly evident during the sections of the video in the tempo was faster and this was accompanied by slower editing and slowing down the speed of specific shots when the tempo was much slower which is mostly evident during the beginning and the end of the video and is also demonstrated in a small section at the middle of the video. The slow motion and cutting was also used to create a disjointed mood in order to fit in with the unnatural feeling of video. Slow editing is particularly apparent for the work of many female solo artists with a broad audience appeal, such as Dido.
Star Image
Richard Dyer stated about Star Images “A star is an image constructed from a range of materials” 1979.
We used elements of this such as the song itself and the lyrics used in the song to create our idea of how we wanted the video to feel and look. We used elements of the lyrics to find specific ideas such as location, costume for the video to make it as authentic as possible. When we were creating the album cover we used elements of our artists (Avril Lavigne’s) past albums to help use choose images that directly relate to the originality of the novels and stick to the stereotypes and peoples expectancies of the novel. Our artists star image is very unique which we thought we could integrate within our album cover by blending images and effects to make a unique appearance.
Voyeurism
Voyeurism is the idea of looking in order to gain sexual pleasure. It is often used in female solo artists music videos as a way of capturing a male orientated audience. (It has been perceived that the male viewer’s gaze at the screen is geared to notions of voyeurism in that it is a powerful controlling gaze at the objectified female on display. Although this is the norm in most female solo artists music videos we have chosen to not make our performer an objectified image and rather a story be told without the idea of voyeurism; although this could be seen as you could say our performers costume was revealing.
Intertextuality
Intertextuality is when one form of media references another. This can be a music video referencing a film, a film referencing a video game etc. Examples of this are Madonna’s video for Material Girl in which she references the film Diamonds are a Girl’s Best Friend by referencing a scene in which Marilyn Monroe sings Diamond’s are a Girl’s Best Friend. Again this can be seen in Dr Dre’s California Love in which he references the Mel Gibson film Mad Max. We used intertextuality in our video by frequently referencing Alice’s Adventures in Wonderland and Through the Looking Glass novel.
Narrative and Performance
A majority of videos will often switch between narrative and performance; however or our video we decided t focus mainly on narrative in order to make sure that the video is telling an entire narrative. The main reason why we didn’t decide to use performance is because none of the members of our group has access to any of the necessary instruments required in order to create a performance section to the video.
